A Case Study
With few exceptions, a company does not solely rely on a website for its marketing and sales strategy. Rather, the website compliments an existing strategy. Therefore, developing a website goes beyond design and implementation issues, and considers the needs of the business.
Small businesses generally have these goals:
- find new customers,
- retain existing customers,
- increase sales of products and services to customers.
We ask some simple questions to determine the economic levers that are used to achieve these goals. The table below shows an example of some partial analysis for a ficticious client who owns and operates a wine store.
| Goal | Lever 1 | Lever 2 | Lever 3 |
| Find new customers | |||
| Retain existing customers | |||
| Increase sales | Visit more often | Buy more bottles | Raise average selling price |
